attention catherine owen

The task for your term paper is to prepare a draft marketing plan for a product or service that you wish to consider for implementation. Ideally this would be an offering within the scope of your current healthcare employment, if feasible. I recognize that some of you participated in HCM686, Managing Quality Outcomes and proposed a Quality improvement project. You may use that or a similar project from a prior course to take advantage of your prior research.

We will follow Appendix A of Essentials of Health Care Marketing (4th ed., Berkowitz EN) starting on page 547.

In Part 1 you are to complete the Company Profile and Industry Overview. Each should be limited to one (1) page in length addressing the points in Appendix A.

In Part 2 you are to complete the Service Overview and Competitive Analysis (aka the Product), again limited one (1) page on each topic.

In Part 3 you will to complete an analysis of the Marketing Mix, limited to one (1) page on each of the 3 remaining P’s (Promotion, Place [and service delivery plan], and Price).

For Part 4 you will prepare an executive summary describing parts 1, 2, and 3. Please note that we are not completing the Human Resources and Financial analysis portions of the full plan, as important as these topics are.